NEW YORK—Ruder Finn has been retained by Veryfine Products, to promote Fruit20, a flavored, zero-calorie water. The firm beat out finalists including CooperKatz and Company, The MWW Group, Brodeur Worldwide, and Schneider & Associates for the account believed to be worth in the high six figures.
Ruder Finnwill work with Fruit20 on an aggressive communications program to position Fruit20 as the preferred lifestyle beverage for consumers concerned with taste satisfaction and general well-being.
The brand was launched nationally in May 2002 and was named the best-tasting beverage in the country by the American Taste Awards, an industry-recognized gourmet food-tasting organization. The public relations campaign will be integrated with the efforts of Fruit20’s advertising, direct and online marketing partners.
“We are confident that Ruder Finn can help boost our brand visibility and define Fruit20’s role as the healthy, full-flavored alternative to soda,” said Sam Rowse, president of Veryfine. “The agency's in-depth knowledge of consumer marketing and compelling experience launching blockbuster brands convinced us that Ruder Finn is the right public relations partner for our Fruit20 brand.”
The Fruit20 account team will be led by Mary Trudel, executive vice president and managed by Tony Mangle, management supervisor and Iya Davidson, account supervisor.